100 Things Every Designer Needs to Know About People

Chapter 3 :
You need to break down information and have a thorough understanding of memory to make a good product.

Every second of every waking moment, your subconscious is dealing with roughly 40 billion pieces of information. However, only 40 percent of this information makes it to your conscious brain. What makes certain knowledge stick, then?Your brain is only capable of processing information in bite-sized chunks. Therefore, if you’re ever conveying information – whether in a presentation or an ad – make sure you don’t provide too much at once.So how much should you provide?Studies have found that four is the magic number. Obviously, it’s not always a viable option to provide information in chunks of four, but it’s always a good idea to split up whatever you’re trying to communicate into groups that contain no more than four elements.